Compliance Report on Canadian Children's Food and Beverage Advertising
Initiative - Questionable Compliance of the Food Industry

MONTREAL, Aug. 27 /CNW Telbec/ - In light of the findings of a report released yesterday about the Canadian Children's Food and Beverage Advertising Initiative, the Quebec Coalition on Weight-Related Problems (Weight Coalition) mentions that self-regulation is not sufficient to protect children against aggressive food marketing that targets them. "It would be wise to question the efficiency of this practice, since companies themselves define the criteria they need to comply to and these criteria are in fact pretty flexible," states Suzie Pellerin, Weight Coalition Director.

Indeed, three companies (McDonald's, Burger King and General Mills) have recognized their guilt for advertising to children in 2009 without it being mentioned in this report. As well, over the summer of 2010, the Weight Coalition brought two new complaints to the Office de la protection du consommateur regarding commercials by McDonald's and Kellogg's Froot Loops cereal. Last December, it had also filed a complaint related to an ad for Cadbury's Trident gum. "Yet, all these companies say they play by the rules in the report introduced yesterday," Mrs. Pellerin continues.

According to the Weight Coalition and several other groups for the prevention of chronic diseases, public health and consumer advocacy, Canada should efficiently regulate advertising to children. Let us mention that food marketing aimed at children is a priority for the World Health Organization, as part of its global strategy to fight against chronic diseases.

"This initiative continues to allow advertising to children," adds Pellerin. "The most effective way to limit Canadian children's exposure to advertising of foods with low nutritional value is through acts similar to Quebec's Consumer Protection Act," she concludes.

About the Quebec Coalition on Weight-Related Problems
Created in 2006 and sponsored by the Association pour la santé publique du Québec since 2008, the Quebec Coalition on Weight-Related Problems is working toward the adoption of specific public policies in regard to weight related issues. It acts within three strategic areas (agri-food industry, sociocultural and built environment) to foster the development of environments that enable healthy choices and prevent weight related issues. For more details www.cqpp.qc.ca.

Note: To view the report, click on http://www.adstandards.com/en/childrensinitiative/yearOneComplianceReport.pdf

For further information:

To contact Suzie Pellerin, Coalition Director:514 235-3766